Consequences
These converging factors have resulted in a wide array of disruptive changes to work and society.
The Shift to Digital
While traditional media will continue to offer value to communicators, there is an indisputable shift away from these tools to digital resources. Newspaper and magazine subscription rates are plummeting, and publications are going out of business. For the 2009 holiday season, Amazon.com reported for the first time that the sale of digital books for its Kindle reader outsold hardcover books.
Advertising and marketing is shifting to digital as well. The Pepsi soft drink brand gained considerable attention when it announced it would not buy television advertising in the 2009 Super Bowl, opting instead to allocate those ...
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